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Video game retailer ups in-store game with digital signage

UK video games retailer Game has installed more than 1300 BrightSign digital signage displays in 320 stores in a project which has enabled the retailer to save money, respond faster in a competitive market and enhance its customers’ experience.

Fred Prego, Game marketing and insight director, says the company recognises that digital signage can play a key role in improving engagement with customers and offering the best experience and offers available.

“With our fast changing market leading deals, these signs play an integral part in customers’ education and discovery of both physical and digital content,” Prego says.

Mike Fabian, director at Freehand, the digital signage company which managed the project, says in-store digital signage makes retailers ‘a significantly more compelling destination’ and gives them the ability to respond immediately to shifts in the market and offer customers the bet deals possible by updating the digital signage at the touch of a button.

Each store has been equipped with a minimum of four screens, varying from 40-inches to 55-inches. A display behind the counter plays video content from the latest games, exclusive products, events and a range of products and services available through Game, while two screens toward the front of the store highlight special offers on PlayStation and Xbox. The fourth screen is used in the store window to attract footfall, displaying high impact visuals and highlighting offers and available content.

Flagship stores have also been installed with synchronised BrightSign videowalls.

BrightSign networked media players provide content playback from local, networked and streaming sources, with Game using a mix of BrightSign XD232 and XD1032 players. The XD1032 offfers extensive interactive options to engage customers with touch screen capabilities for example.

The BrightSign Network Enterprise Edition is being used to provide a private network that can host all content for Game’s 1300 BrightSign media players, with the players managed and updated with media remotely by Freehand.

“The BrightAuthor and the BrightSign Network make it easy to deliver new content to the players, schedule playback and update as required,” Fabian says.